Reaching Your New Customer at the Good Food & Wine ShowPublished 23 Aug, 2023
The Good Food & Wine Show customer and your customer are the same. Our marketing strategy starts with knowing exactly who our customer is. We have built up a loyal consumer demographic who love to shop, cook and entertain. Our reputable and long-standing presence within the Australian food community certainly cements us one of the not-to-miss events of the year on the foodie calendar!
We asked our exhibitors about their experience at the 2023 Good Food & Wine Show, here’s what they had to say.
Research Driven Customer Segments
The Good Food & Wine Show commissioned leading insights and analytics agency Nature to undertake research into consumer attitudes, intentions and behaviours in respect to food and wine. The research identified a number of distinct cohorts of food and beverage event goers, four of which make up the majority of the Good Food & Wine Show’s consumer audience.
These segments include:
- Quality Seekers
- Enthusiastic Entertainers
- Everyday Foodies
- Hobby Home Cooks
Quality and enjoyment is much more important than price when it comes to food and drink. By all means, Quality Seekers are passionate about experiencing food at different restaurants and do so often. Furthermore, they regularly cook and entertain at home and spend more on gourmet products, wine and spirits than other segments. At food and beverage events, this group certainly love to spend and spend big.
This group is enthusiastic about food. From cooking at home to eating out regularly, they are deeply engaged with the food scene and make sure they keep up with the latest trends. As such, they are the go-to amongst their friends and family for food related recommendations. They also attend food & beverage events to be inspired and meet likeminded people.
Hobby Home Cooks
Hobby Home Cooks are passionate about cooking. Whether it be an everyday meal or a new creation from scratch, for the most part homemade is best and eating out is not something they tend to do often. They go to food & beverage events to trial new foods and learn new things to take into their own home cooking.
Everyday Foodies are passionate about enjoying their food even though they don’t consider themselves to be good cooks. They tend to eat out frequently and make the most of it, generally always trying a new spot in town. They go to food & beverage events to sample everything, from food to alcohol – particularly things they might not otherwise get to try.
Find your new customer at the 2024 Good Food & Wine Show
Melbourne: 31st May – 2nd June 2024
Sydney: 21st – 23rd June 2024
Perth: 19th – 21st July 2024
Brisbane: 25th – 27th October 2024
Interested in exhibiting in 2024? Get in touch, or fill out the form below.
P: +61 458 324 563